Lazada Affiliate program focused investment aims to drive performance-based marketing and deepen brand-creator synergy in the region
As competition in Southeast Asia’s eCommerce space intensifies, Lazada is placing a bold bet on the creator economy. The Alibaba-backed platform announced a $100 million investment to enhance its flagship affiliate marketing initiative, LazAffiliate. The move reflects Lazada’s long-term strategy to empower influencers, content creators, and everyday shoppers to become revenue-driving partners in a rapidly evolving retail landscape.
The announcement was made during the 2025 Lazada Affiliates Southeast Asia Awards in Bangkok, where top affiliate performers from across the region gathered. This significant capital injection is expected to strengthen Lazada’s performance marketing ecosystem by offering better incentives, smarter tools, and new monetization opportunities.
“Lazada is committed to empowering creators and enabling them to generate sustainable income streams,” said Jared Chan, Head of Regional Affiliate at Lazada Group. “Through this investment, we’re building a dynamic affiliate ecosystem that fosters entrepreneurship and creates more authentic brand-consumer connections.”
Read more: Grab + GoTo: Can a Southeast Asian Tech Merger Create a Superpower—or Just a Super Mess?
A Revamped Lazada Affiliate Program for a Creator-Driven Future
The newly upgraded Lazada Affiliate program introduces a suite of advanced features designed to supercharge creator performance and earnings:
- Simplified Affiliate Channel: A redesigned user interface makes it easier to browse and select products, improving campaign efficiency.
- High-Commission Product Collections: Curated lists of high-demand, high-payout items help creators focus on the most profitable opportunities.
- Performance Dashboards: Real-time analytics track key metrics like clicks, unique visitors, conversions, and commissions—enabling data-driven content strategies.
- Custom Digital Stores: Affiliates can now build their own storefronts to showcase recommended products, enhancing their ability to convert loyal followers.
- Campaign-Driven Bonuses: Major shopping events such as 6.6, 11.11, and 12.12 come with special bonuses, higher commissions, and gamified challenges to boost earnings.
These features are crafted to make affiliate marketing not only more lucrative but also more personalized and accessible—regardless of follower count.
Aligning Brand Goals with Creator Performance
Beyond creator tools, Lazada is also investing in performance-centric solutions for brands and sellers:
- Lazada-Funded Vouchers: These serve as additional buyer incentives, layered on top of affiliate commissions.
- Multi-Level Creator Ecosystem: A network that integrates influencers, micro-creators, and Key Opinion Consumers (KOCs) to expand product reach and visibility.
This approach aligns brand spending directly with measurable conversions, transforming creator partnerships from experimental into essential growth channels.
Also read: These Five Lazada Features Can Help Increase Sales
Gearing Up for 6.6 Shopping Festival
As part of the upcoming Lazada 6.6 Sale, affiliate partners can earn up to 36% commission by promoting partner brands with store vouchers. Over 70 fashion and beauty brands have signed up to co-fund affiliate incentives for this campaign alone.
Top-performing affiliates will also compete for a $100,000 reward pool across Southeast Asia, with additional prizes based on individual performance during the campaign. These incentives are part of Lazada’s larger push to position affiliate marketing as a cornerstone of its growth model.
Recognizing Affiliate Excellence Across the Region
The Lazada Affiliates Southeast Asia Awards 2025 celebrated affiliate excellence from across the region, with 20 Indonesian partners in attendance. Each country’s top three creators received trophies and cash rewards for their impact on driving conversions on the platform.
This recognition reflects Lazada’s belief in performance-based partnerships as the future of digital commerce. The LazAffiliate model removes traditional entry barriers—there’s no minimum follower count required. Instead, creators are encouraged to share, recommend, and earn—democratizing access to affiliate-driven income.
